CERTIFICATE IN DIGITAL MARKETING ( S-S-DIGITAL MARKETING 11 )

Page 1 of 12 Certificate Course in Digital Marketing Scheme and Syllabus Under 2024-25 (Duration: Three Months) Adarsh Computer Institute Page 2 of 12 Scheme of the Course Paper Code Paper Name Credits T 1 DM101 Introduction to Digital Marketing 4 4 2 DM102 Social Media Marketing 4 4 3 DM103 Search Engine Optimization 4 4 4 DM104 Advertising Tools & Its Optimization 4 4 5 DM105 Web Analytics 4 4 6 DM106 Website Hosting using Word Press 3 3+1 (L) Total Credit 32 Sr.no. Page 3 of 12 Regulation for Certificate Programme in Digital Marketing (CPDM) time certificate programme. After successful completion of the programme certificate will be provided to the qualified students. 2. Duration: January to June. - 10 marks - 10 marks - 10 marks - 10 marks - 10 marks - 50 marks (50% internal marks) : Total Internal Examination – II The duration of the programme shall be 3 months i. Assignment / Presentation ii. Attendance iv. Internal Examination - I iii. Case Discussion There will be two session in a year i.e. July to December and Internal Examination Internal marks will be assigned based on 1. The certificate programme in Digital Marketing (DM) is a 3 months full 3. Page 4 of 12 7. External Examination (50% external marks) : The external examination will be conducted by the university; the examination will be conducted tentatively in the month of December and June. Paper will be set by a panel of examiners to be approved by BOS 8. Passing Criteria: Each of the paper will carry 100 marks and the project will carry 200 marks. The marking will be based on numerical score. The candidate remaining absent in either internal examination or university examination in any paper will be considered as absent in that paper inspite of securing marks in any one of the components. i. To pass a paper, a candidate should score minimum 50 percent marks in that paper with at least 40 percent marks in internal examination and university examination. ii. To pass the project, a candidate should score a minimum of 60 percent marks. iii. In order to become eligible for certificate the candidate must pass in all individual papers and the projects. 9. Award of Certificate: A candidate meeting the passing criteria will be eligible for certificate. The following award may be given to qualifying candidates. i. 50% - 65% - Pass ii. 65% - 80% - 1 st Class iii. Above 80% - 1 st Class with Distinction. 10.Back Examination appear for the next examination for the next batch in those papers where he / she have scored less than 50% marks. 11. Improvement Examination: Candidate passed in all the papers and project and got pass award may appear for improvement examination in the next examination with the next batch students. A maximum of 03 papers can be selected for improvement and only one chance will be provided. : Candidate failed in any paper in an examination can Pag e of 12 Certificate Programme in Digital Marketing Course Structure: Sl. No. Paper Name Credits 1 Introduction to Digital Marketing 4 2 Social Media Marketing 4 3 Search Engine Optimization 4 4 Advertising Tools & Its Optimization 4 5 Web Analytics 4 6 Website Hosting using Word Press 3 7 Project 8 5 Page 7 of 12 Syllabus Introduction to Digital Marketing Objective- To understand the basic Concepts of Digital marketing and the road map for successful Digital marketing strategies. Total Credit-4 Module-I Fundamentals of Digital marketing & Its Significance, Traditional marketing Vs Digital Marketing, Evolution of Digital Marketing, Digital Marketing Landscape, Key Drivers, Digital Consumer & Communities, Gen Y & Netizen’s expectation & influence wrt Digital Marketing. Module-II The Digital users in India, Digital marketing Strategy- Consumer Decision journey, POEM Framework, Segmenting & Customizing messages, Digital advertising Market in India, Skills in Digital Marketing, Digital marketing Plan. Module-III Terminology used in Digital Marketing, PPC and online marketing through social media, Social Media Marketing, SEO techniques, Keyword advertising, Google web-master and analytics overview, Affiliate Marketing, Email Marketing, Mobile Marketing Module-IV Display adverting, Buying Models, different type of ad tools, Display advertising terminology, types of display ads, different ad formats, Ad placement techniques, Important ad terminology, Programmatic Digital Advertising. Case Study-1-Airtel Fashion Shoot Suggested Books 1. Digital Marketing –Kamat and Kamat-Himalaya 2. Marketing Strategies for Engaging the Digital Generation, D. Ryan, 3. Digital Marketing, V. Ahuja, Oxford University Press 4. Digital Marketing, S.Gupta, McGraw-Hill 5. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition Page 8 of 12 Syllabus Social Media Marketing Objective- To know the importance of Social media Platforms importance in Digital Marketing Module-I Fundamentals of Social Media Marketing& its significance, Necessity of Social media Marketing, Building a Successful strategy: Goal Setting, Implementation. Module-II Facebook Marketing: Facebook for Business, Facebook Insight, Different types of Ad formats, Setting up Facebook Advertising Account, Facebook audience & types, Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags Module-III LinkedIn Marketing: Importance of LinkedIn presence, LinkedIn Strategy, Content Strategy, LinkedIn analysis, Targeting, Ad Campaign Module-IV Twitter Marketing:- Basics, Building a content strategy, Twitter usage, Twitter Ads, Twitter ad campaigns, Twitter Analytics, Twitter Tools and tips for mangers. Instagram & Snapchat basics. Case Study-1:- ICICI Bank: Building India’s Most Social Bank on facebook Suggested Books6. Digital Marketing –Kamat and Kamat-Himalaya 7. Marketing Strategies for Engaging the Digital Generation, D. Ryan, 8. Digital Marketing, V. Ahuja, Oxford University Press 9. Digital Marketing, S.Gupta, McGraw-Hill 10. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition Hours/Week-4 Page 9 of 12 Syllabus Search Engine Optimization Objective- To understand the technological importance of SEO Module-I Introduction to SEO, How Search engine works, SEO Phases, History Of SEO, How SEO Works, What is Googlebot (Google Crawler), Types Of SEO technique, Keywords, Keyword Planner tools Module-II On page Optimization, Technical Elements, HTML tags, Schema.org, RSS Feeds, Microsites, Yoast SEO Plug-in Module-III Off page Optimization- About Off page optimization, Authority & hubs, Backlink, Blog Posts, Press Release, Forums, Unnatural links. Module-IV Social media Reach- Video Creation & Submission, Maintenance- SEO tactics, Google search Engine, Other Suggested tools Case Study-1- Barclays Business Banking SEO campaign Suggested Books11. Digital Marketing –Kamat and Kamat-Himalaya 12. Marketing Strategies for Engaging the Digital Generation, D. Ryan, 13. Digital Marketing, V. Ahuja, Oxford University Press 14. Digital Marketing, S.Gupta, McGraw-Hill 15. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition Hours/Week-4 Page 10 of 12 Syllabus Advertising Tools & Its Optimization Objective- How to creates effective Ad Words campaign & Advertising Positioning with respect to the Digital marketing Module-I Advertising & its importance, Digital Advertising, Different Digital Advertisement, Performance of Digital Advertising:- Process & players, Display Advertising Media, Digital metrics Module-II Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship, Targeting:- Contextual targeting, remarking, Demographics , Geographic & Language Targeting. Module-III Display adverting, different type of ad tools, Display advertising terminology, types of display ads, different ad formats, Ad placement techniques, Important ad terminology, ROI measurement techniques, AdWords & Adsense. Module-IV YouTube Advertising:- YouTube Channels, YouTube Ads, Type of Videos, Buying Models, Targeting & optimization, Designing & monitoring Video Campaigns, Display campaigns Case Study-1:- Display Plan Suggested Books1. Digital Marketing –Kamat and Kamat-Himalaya 2. Marketing Strategies for Engaging the Digital Generation, D. Ryan, 3. Digital Marketing, V. Ahuja, Oxford University Press 4. Digital Marketing, S.Gupta, McGraw-Hill 5. Quick win Digital Marketing, H. Annmarie , A. Joanna, Paperback edition Hours/Week-4 Page 11 of 12 Syllabus Website Hosting using Word Press Objective- How to createwebsite using Word Press Module-I Website Planning & Development- Website, Types of Websites, Phases of website development, Keywords: Selection process Module-II Domain & Web Hosting:- Domain, Types of Domain, Where to Buy Domain, Webhosting, How to buy Webhosting Module-III Building Website using Word press-What is Word press, CMS, Post and Page Module-IV Word press Plug-ins- Different Plug-ins, social media Plug-ins, page builder plug-ins: the elementor, how to insert a section, how to insert logo, Google Micro sites Hours/Week-2 Page 12 of 12 Syllabus Web Analytics Objective- Web analytics focuses on optimizing an organization's digital ecosystem by collecting, analyzing and enabling the making of data-informed decisions. Module-I Introduction- What's analysis?, Is analysis worth the effort?, Small businesses, Medium and Large scale businesses, Analysis vs intuition, Introduction to web analytic Module-II Google Analytics -Getting Started With Google Analytics, How Google Analytics works?, Accounts, profiles, and users navigating Google Analytics, Basic metrics, The main sections of Google Analytics reports Traffic Sources Direct, referring, and search traffic Campaigns AdWords, Adsense. Module-III Content Performance Analysis- Pages and Landing Pages, Event Tracking and AdSense, Site Search. Visitor Analysis- Unique visitors, Geographic and language information, Technical reports, Benchmarking. Module-IV Social Media Analytics- Facebook insights, Twitter analytics, Youtube analytics, Social Ad analytics /ROI measurement. Goals and E-Commerce Tracking- Setting up goals Goal reports, Ecommerce tracking. Actionable Insights & The Big Picture- Recap of Google Analytics reports and tools, Finding actionable insights, Getting the organization involved, Creating a data-driven culture, Resources Common mistakes analysts make Additional Web analytics tools. Suggested Books1. Practical Web Analytics for User Experience, How Analytics Can Help You Understand Your Users, By Michael Beasley · 2013 2. Advanced Web Metrics with Google Analytics By Brian Clifton · 2010 Hours/Week- 4